Visual Art Praxis
Contact David McCue
RTE - 'Fuel Your Imagination' was a brand campaign conceived by TBWA/ Cawley
Neafor Ireland's national public service broadcaster.
David McCue represented by Axis
Animation won a competitive pitch based
on concepts by Jessica Kiang, Jim Walsh and art direction by Stephen Rogers of Cawley Nea/ TBWA.
Each commercial is a trip into the
imagination of an RTÉ viewer, taking you
on a journey that visits some of the stars
and shows featured on the Irish channel.
Two brand commercials were produced
and transmitted on prime time viewing
slots. Each commercial focused on positioning programme identites and
network celebrities as key symbols within
an environment that shapes to form
and represent RTE's brand personality.
The result is an otherworldly experience
that requires repeat viewing to catch
You can view pre-production artwork,
storyboards and animatics documenting
the development of the project here
Stylistically the commercials fuse still,
live-action and stop frame photography techniques that are skillfully composited
with 3D animation, background elements
and VFX using Autodesk Flame.
Pre-production and development took
place in Glasgow at Axis Animation, transferring the production to RED JAM facilities for a one day green screen shoot
in London. Post-production & audio was completed in London to a tight TX deadline.
Client - RTE
Agency - Cawley Nea/ TBWA
Director - David McCue
Producer -Paula Lacerd (Axis Animation)
Producer - Claire O'Doherty (TBWA)
Production Company - Axis Animation
Copywriter - Jessica Kiang
Art Director - Stephen Rogers (TBWA)
Creative - Jessica Kiang & JimWalsh
Design & Storyboards -David McCue
Director of Photography - Ruairi O'Brien
Stills Photographer -Connor Horgan
3D Elements - Axis Animation
Flame Artist/ VFX advisor - Jamie Russell
Sound - Steve Walsh
Production facilities (Dublin) - REDJAM
Post Production (London) - Scramble
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